Award Winning Advertisment Campaign.
Our goal was to make the January 2015 Wedding Fair in Minneapolis/ St. Paul the biggest & best show yet for Twin Cities Wedding Association. The challenge was real: competition was fierce, and the mass media budget had been reduced year-over-year to accommodate the need to add more of a Social Media presence.
We made a number of tactical changes compared to our previous shows which ended up delivering the “Perfect Promotional Storm”. The campaign delivered record breaking numbers and won the 2015 Bridal Show Producers International Radio Campaign of the Year.
How it went down.
#1: Increased Reach & Impact
We offered to give iHeart Radio in Minneapolis the majority of our radio dollars – if they would work with us to achieve our challenging goal. Among the changes made:
A.Reduced spend on KDWB (Top 40) – the #1 station in the market, which reaches literally 40% of our target audience. We had used KDWB for previous shows – including an endorsement by the most popular radio station personality in the market: morning show host Dave Ryan. Keeping this endorsement was critical.
B.We used the remaining dollars to purchase K102 (Country). This station is #3 for reaching our target demographic. We negotiated another morning show endorsement: Morning Show co-host Kia. By adding K102, we estimate we improved our reach to the target audience to 7 of every 10 women 25-34 in the market.
#2: Massive Frequency
We incorporated shorter commercial lengths – including “supporting” :15 and :05 commercials. Now, a woman who might have heard our advertisement one or two times during previous campaigns, heard it constantly leading up to the January show. We sampled a few show attendees – who confirmed this was the case.
#3: Save The Date Blitz
We added a “Save the Date” campaign the first week of 2015 – to alert couple who got engaged over the Holidays that THEE Wedding Fair was coming soon. The campaign included on-air commercials as well as a massive banner campaign on both radio stations. WE saw immediate traffic to the website – and our earliest-ever wave of ticket sales.
Our Clients Are Our Best Advertisment
“We saw a dramatic increase in show attendance compared to our previous Media buyer. Their “forced frequency” formula absolutely works “
Twin Cities Wedding Association